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Mobility as a Service: An Exploratory Study of Consumer Mobility Behaviour

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  • Lapo Mola

    (Department of Busines Administration, University of Verona, via Cantarane 24, 37129 Verona, Italy
    SKEMA Business School, Université Cote Azure (GREDEG), 60 Rue Fedor Dostoïevski, Sophia Antipolis Campus, 06902 Valbonne, France)

  • Quentin Berger

    (SKEMA Business School, Université Cote Azure (GREDEG), 60 Rue Fedor Dostoïevski, Sophia Antipolis Campus, 06902 Valbonne, France)

  • Karoliina Haavisto

    (SKEMA Business School, Université Cote Azure (GREDEG), 60 Rue Fedor Dostoïevski, Sophia Antipolis Campus, 06902 Valbonne, France)

  • Isabella Soscia

    (SKEMA Business School, Université Cote Azure (GREDEG), 60 Rue Fedor Dostoïevski, Sophia Antipolis Campus, 06902 Valbonne, France)

Abstract

Key challenges in transportation need to be addressed to tackle the problems of fossil fuel emissions and worsened air quality in urban area. The development of a more efficient and clean transport system could benefit from mobility as a service (MaaS). The present paper aims to understand the determinants of the intention to adopt such a service. We test the Technology Acceptance Model (TAM) on mobility behavior and intention to adopt mobility as a service, and we analyze the role of perceived cost saving as a determinant for the perceived ease of use. Data were collected through a survey on a sample of 201 potential adopters. The findings show that for such a technology, perceived usefulness fully mediate the influence of perceived ese of use on the intention to adopt. Moreover, the effect of perceived cost saving on perceived ease of use is moderated by the life cycle of the technology. Implications for marketing managers and policy makers are discussed.

Suggested Citation

  • Lapo Mola & Quentin Berger & Karoliina Haavisto & Isabella Soscia, 2020. "Mobility as a Service: An Exploratory Study of Consumer Mobility Behaviour," Sustainability, MDPI, vol. 12(19), pages 1-14, October.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:19:p:8210-:d:423995
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    References listed on IDEAS

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    7. Agnieszka Skala, 2022. "Sustainable Transport and Mobility—Oriented Innovative Startups and Business Models," Sustainability, MDPI, vol. 14(9), pages 1-20, May.
    8. Ivana Martinčević & Predrag Brlek & Nives Domjan Kačarević, 2022. "Mobility as a Service (MaaS) as a Sustainability Concept for Tourist Destinations," Sustainability, MDPI, vol. 14(12), pages 1-20, June.
    9. van 't Veer, Renske & Annema, Jan Anne & Araghi, Yashar & Homem de Almeida Correia, Gonçalo & van Wee, Bert, 2023. "Mobility-as-a-Service (MaaS): A latent class cluster analysis to identify Dutch vehicle owners’ use intention," Transportation Research Part A: Policy and Practice, Elsevier, vol. 169(C).

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